Exam 18: Sales Promotion and Personal Selling

Jefferson Smurfit Company is a multi-billion-dollar supplier of packaging materials.One of its salespeople rearranged production schedules at three different plants to satisfy an unexpected demand for boxes from General Electric.The salesperson's action is typical of the company's sales philosophy and indicates an emphasis on:

All of the following are examples of trade sales promotions EXCEPT:

Trade sales promotions support a _____ strategy.

All of the following statements characterize the traditional personal selling approach EXCEPT:

Danita is in charge of new business development for her advertising agency.She recently made a sales presentation to the administration of Northwest Medical System to discuss the creative approaches her agency would use to differentiate Northwest Medical from its competition.Danita ended the presentation by asking,"When would you like our firm to begin working on your new brand awareness campaign?" In which stage of the selling process would such a question most likely be asked?

Consultative selling:

To qualify a sales lead,a salesperson must identify the person in an organization who has the authority to buy the product and must close the sale with that individual.

Which of the following sales promotion tools would be MOST appropriate for a competitor's customer?

One of the best methods for creating and rewarding brand loyalty among consumers who might otherwise switch to competing brands is a:

General Mills is offering resellers a 10 percent discount on all cases of its granola bars purchased during the month of June.General Mills is offering a:

_____ is direct communication between a sales representative and one or more prospective buyers for the purpose of making a sale.

_____ is marketing communication activities in which a short-term incentive is offered to induce the purchase of a particular good or service.

Kraft Foods Kraft Foods has established dedicated teams to focus on their business with many of their largest customers.With "Team Kroger," Kraft has combined with Nabisco selling organizations in order to bring more unique shopper insights to Kroger supermarkets.This helps Kroger understand their shoppers and customize their programs to grow even more.At the same time,Kraft has strengthened its relationship with Kroger by gaining a better understanding of the supermarket's needs and how it can help support Kroger's business objectives concurrently with its own. -Refer to Kraft Foods.Which type of selling does this Kraft perform with Kroger?

Advanced Bionics Advanced Bionics is a global leader in the development of implantable,high-tech neurostimulation devices used to treat deafness and chronic pain.Just two-and-a- half years after introducing its new stimulators,the firm is doing $200 million in domestic sales.How has Advanced Bionics been so successful? Its success can be attributed to its outstanding products and to three aspects of its sales approach.First,Advanced Bionics hired the right talent for its sales force.Companies tend to use experienced sales reps-often hired away from competing companies-to sell new medical devices.This can be very expensive since experienced reps generally expect as much as $200,000 in annual income.So when Advanced Bionics brought its medical device to market,it hired people with no experience selling medical devices and turned them into sales reps.Hiring inexperienced salespeople created some problems,however,and the company experienced high turnover rates during its first two years in operation.Second,Advanced Bionics provided salespeople with a rigorous training program.Third,Advanced Bionics allowed salespeople to plan their own activities while managers monitored their progress and pushed them to improve.In short,the company has been able to succeed by selecting good people,training them well,and managing them carefully. -Refer to Advanced Bionics.Advanced Bionics has cutting-edge technology and its customers are very sophisticated.Salespeople need to persuade physicians,neurosurgeons,and orthopedic doctors to use Advanced Bionics' products.Which of the following statements is NOT an advantage that personal selling offers the company?

Research shows that coupons tend to increase the amount of a product bought.

Compare and contrast relationship selling and traditional personal selling.

Use the chart to indicate the relative amount of time spent in each of the key steps of the selling process for both traditional selling and relationship/consultative selling.The first step has been completed for you.

Relationship selling is also called:

All of the following are examples of point-of-purchase promotions EXCEPT:

A(n)_____ is an extra item offered to the consumer,usually in exchange for some proof that the promoted product has been purchased.